How adding structure helps improve the value and results of strategic partnerships and alliances. Structure is a set of standardized processes to evaluate and manage partnerships This presentation summarizes ways to add structure at three key phases: Choosing the right partners; Rolling-Out – Launching new partnerships; Managing existing partnerships to achieve your goals. Strategic partnerships and alliances help organizations enter new markets, deliver enhanced service and build customer loyalty. Using structure with partnerships increases results.

1. Structured Partnerships for Success
How adding structure helps improve the value
of strategic partnerships and alliances
Ezra Schneier
October 2016
1

2. The Big Idea
• Strategic Partnerships and Alliances Help Businesses
Grow:
– Enter New Markets
– Bring More Complete Solutions to Customers
– Attract New Customers
– Increase Revenue and Earnings
– Reduce costs by focusing on core competencies.
• But many partnerships and alliances do not succeed.
• Structure helps companies achieve their goals through
partnerships and alliances.
2

3. Structure Adds to Success
• Structure helps:
– Produce greater results for both organizations in the partnership.
– Clarifies the mutual goals and expected level of involvement by all parties.
– Gain proficiency in the selection and management of partner relationships.
– Enhance productivity and reduce waste for the Partnership Manager and
others.
• Structure applies in the three key phases of partnerships:
– Choosing the right partners;
– Rolling-Out – Launching new partnerships;
– Managing and building partnerships to achieve your goals. This includes the
practical everyday nurturing of the partnership to support awareness, growth
and keeping relationships fresh.
3

4. Defining Structure
• Organized, Repeatable Processes.
• A standardized procedure to evaluate and
manage partnerships.
• Structure contributes to scalability. The Partnership
Manager wants to have repeatable processes so new
partners can be identified and efficiently implemented.
This allows for greater growth and lets you capitalize on
consistent processes that work.
4

5. Structure and Internal Stakeholders
• Having structure helps to bring internal awareness about partnerships and
how they benefit your company.
• Lets everyone recognize that elements of the program require their
attention and support. This can include technology, sales, marketing,
account management, operations and other critical areas of the company.
• Partnership Professionals should include and make efforts to continuously
communicate with managers in these areas.
– Structure helps build commitment and support from internal managers.
– Structure adds clarity about partnerships.
– Structure explains how and why partnerships contribute to the success of your
organization.
5

6. Choosing Partners
• Develop a Partnership Goals Statement and share it with
prospective partners and internal stakeholders. It can be a one-
page summary of what you seek to achieve through partnerships.
• Use a brief Initial Partner Review questionnaire (completed by the
potential partner) to help evaluate possible partners.
• Evaluate Fit, Chemistry, Shared Vision, Willingness, Resources and
Goals.
• Put a partnership agreement in place and establish specific,
measurable goals that are expected to be achieved.
6

7. Rolling Out Partnerships
• Identify all stakeholders involved to implement and launch the partnership and
make it a success.
• Define and clearly state what is needed to be done with a Partner Roll-Out Plan.
This is a living document that is reviewed and updated throughout the launch
process. The Roll-Out Plan defines everyone’s role and the expected timeline.
• Training. Develop training material and conduct training of all stakeholders to
build awareness and success.
• Summarize the financial terms and goals. Financial projections are always
needed. Best efforts is okay.
• Communicate. Build excitement – “buzz” – about the new partnership within
both partner organizations. Make announcements, webinars, news releases and
meetings describing the partnership part of the Roll-Out Plan.
7

8. Managing Partnerships
• Create a clear Business Plan for each partnership and share it with the
partner. Best to develop it collaboratively.
• Monitor activity.
– Key Performance Indicators (KPIs).
– Develop a list of the factors that are crucial to the success of the relationship.
– Measure and share those items.
– For example: Revenue, Number of Referrals, Number of New Opportunities,
Customer Count.
• Ongoing training and communication about the partnership is critical.
• Quarterly and Annual Reviews or Health Checks.
8

9. Resources
• Association of Strategic Alliance Professionals (ASAP)
http://www.strategic-alliances.org/ is a non-profit global
professional membership organization with over 2,500 members.
ASAP is the community of choice for alliance, collaboration, and
partnering professionals because of the tools and resources,
education and professional development, and the community for
networking offered to its members.
• Handbook: Structured Strategic Partnerships. 2016.
http://bit.ly/2diFMA0
• Ezra Schneier – Ezra.Schneier@HRsoft.com
• http://bit.ly/2dlKRWO
9